ITC Limited has introduced its latest innovation, Aashirvaad Iron Shakti Salt, fortified with visible iron boosters along with iodine, marking a significant step towards addressing iron deficiency in India. The launch coincides with National Anaemia Day, aimed at raising awareness about anaemia and supporting initiatives such as Anaemia Mukt Bharat.
Iron deficiency remains a widespread concern in India, impacting energy levels, immunity, and cognitive development—especially among children, adolescents, and women. Addressing this nutritional gap, the newly launched salt offers a scientifically developed solution by delivering essential iron through a staple ingredient used daily in Indian households.
Designed for convenience and effectiveness, just one teaspoon (5g) of Aashirvaad Iron Shakti Salt provides 25% of the average daily iron requirement, as per ICMR-NIN dietary guidelines, without altering the taste of food. The formulation enables families to seamlessly increase their iron intake without changing their dietary habits. Notably, one teaspoon of the salt contains iron equivalent to a bowl of spinach.
Recent national surveys highlight the scale of the issue, with anaemia affecting 67% of pre-school children, 59% of adolescent girls, 57% of adult women, 31% of adolescent boys, and 24% of school-age children in India. Limited intake of iron-rich foods in typical diets makes it challenging to meet daily nutritional requirements. For perspective, daily iron needs range between 11 to 32 mg, equivalent to consuming multiple servings of iron-rich foods such as spinach or beetroot.
Commenting on the launch, Anuj Rustagi, Business Unit Chief Executive, Staples, ITC, stated that iron deficiency often goes unnoticed despite its impact on daily energy levels. He emphasized that insights gained from ITC’s Project Sampoorna Poshan, in collaboration with public health organisations and NGOs, have demonstrated the effectiveness of iron-fortified salt in reducing anaemia.
With Aashirvaad Iron Shakti Salt, the company aims to make essential micronutrients—iron and iodine—accessible through everyday cooking. To encourage widespread adoption, the product has been introduced at the same price point as regular Aashirvaad iodised salt, making it an affordable and practical solution for Indian households.
